Glossary

  • A/B testing: A technique used where two different variables are tested to see how each affects a user’s behavior. For example, two different types of navigation buttons may be used to see which button results in the most clicks. See also usability testing.
  • abandonment rate: The rate at which an action is abandoned prior to completion (conversion). For example, if a typical conversion is purchase of a product, the rates at which users abandon or leave a journey prior to completing the purchase.
  • accessibility testing: Testing for how easy to use a solution is for all types of users; generally, testing is designed to ensure a solution is accessible for all users, such as those who are visually impaired or deaf.
  • agile methodology: A project management and software development process that is highly iterative, in which tasks occur concurrently and often without the completion of previous tasks. Generally, agile development is more nimble and faster (but not necessarily a better approach in all cases) than a waterfall approach, which assumes certain tasks are complete prior to engaging in subsequent tasks. See also waterfall methodology.
  • analytics: The process of evaluating metrics, user research, and the overall performance of an experience to make recommendations for optimization. See also metrics.
  • authentication: The process of confirming a user’s identity. For example, a user authenticates herself when she provides her credentials (username and password) to log into ...

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